随着社会经济和科学技术的发展,大数据时代已经来临。在大数据背景下,电力企业面临着越来越大的市场竞争压力,这就使得电力企业不得不对营销管理创新途径进行探索。因此,本文首先分析了大数据的概念以及电力企业营销管理创新的必要性,然后对大数据背景下,电力企业营销管理的创新途径进行了研究。 With the social economy and the development of science and technology, the era of big data has come. In the background of big data, power companies are facing increasing pressure of market competition, which makes power companies have to explore ways of marketing management innovation. Therefore, this paper first analyzes the concept of big data and the necessity of innovation of marketing management in electric power enterprises, and then studies the innovative ways of marketing management of electric power enterprises under the background of big data.